Online Exclusives

Get it Straight

By Christine Esposito, Associate Editor | July 29, 2010

Garnier�s R&D team creates a non-permanent, two-step kit that defrizzes, smoothes and debulks hair�at home.

Summer has a way of wreaking havoc on hair. Frizz and unwanted curl often take center stage. While there are salon treatments that remedy the situation, mass market hair care innovator L’Oréal is offering consumers a new option—Garnier Fructis Style Sleek and Shine Blow Dry Perfector, a new 2-step smoothing kit for home use.

According to Julia Youssef, vice president of the L’Oreal USA Technical Center, this new option is a “multi-talented” product that delvers softer, shiner and manageable hair.

“In our consumer testing, we have found that women with curly or frizzy hair are still seeking more effective, longer lasting ways to wearing their hair straight,” Youssef told Happi.“There are the popular salon treatments, Brazilian and Japanese straightening treatments, but they are expensive and have potentially damaging effects on the hair….[Garnier Fructis Sleek & Shine Blow Dry Perfector is] the perfect in-between. Women can wear their hair curly or straight when you want them. This product truly is a first-to-market, patented innovation.”

The non-permanent treatment—a 20-minute leave-in/rinse out serum followed by a heat-activated cream that’s applied before blow drying or flat ironing—can last up to seven shampoos, according to the company.

 
The active ingredients that give this product its staying power are cysteine and rice oil.

Cysteine, said Youssef, is a protein building block that is found naturally in your hair.

“Hair is made up of both chemical and physical bonds. If you think of curly hair as a twisted ladder, cysteine loosens up and untwists the twisted ladder, so the hair’s physical bonds are not so tightly wound, which makes hair appear frizzy,” she said.

 
Rice oil, which is the heat-activated ingredient in the second step of the kit, seals in the first step to smooth and de-frizz hair, creating sleeker, softer, shinier and more manageable hair.

Youssef pointed out that they blow dry step is critical.
“The two-step application is equally as important as the key ingredients included in the Blow Dry Perfector,” she said. “The second step must be heat activated to seal in the first step to last through seven shampoos. Basically, once you have sealed in step one with the Heat-Activated Perfect-It Cream, you get easier, faster blow outs leaving your hair smooth, shiny and de-frizzed.”

The product is said to work best on medium-to-thick hair, and is safe for color treated tresses. And if the user wants curl or waves, she can air dry or diffuse her hair after she showers.

Sleek & Shine Blow Dry Perfector ($11.99) hit stores in July.

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Testing for Sustainable Preservatives

    Adam P. Byrne, William Michael Hart-Cooper, Kaj Johnson, Larry H. Stanker, Dominic W. S. Wong, William J. Orts||January 4, 2016
    A rapid, inexpensive and qualitative protocol for determining microbial growth inhibition.

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • It’s All About Teamwork

    It’s All About Teamwork

    Melissa Meisel , Associate Editor||January 4, 2016
    Collaboration was the theme of the Consumer Specialty Products Association 2015 annual meeting.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 8, 2016
    Nova Scotia Fisherman manufactures a boatload of products that incorporate sea kelp and a raft of other natural ingredients.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.

  • Are You for Real?

    Are You for Real?

    June 22, 2015
    Counterfeit cosmetics and pseudo scents permeate the internet; here's how brands can protect themselves.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • The Right Choice

    The Right Choice

    Nancy Jeffries, Contributing Editor||May 28, 2015
    The CEW Insiders's Choice Beauty Awards

  • More than Moisture

    More than Moisture

    May 25, 2015
    With diabetes so prevalent in the US, a new Eucerin line is meeting the unique needs of diabetic skin.

  • Johnson’s Making a Splash

    Johnson’s Making a Splash

    May 18, 2015
    J&J’s So Much More campaign aims to raise awareness regarding the importance of bath time.